62 of b2b marketers say video should be the primary platform for creators
Introduction
A recent industry survey shows that 62 percent of B2B marketers believe video should be the main content platform for creators. This shift reflects strong engagement metrics, higher retention rates, and improved communication efficiency in business environments. Video is now a central element in digital strategies because it conveys information clearly and supports complex explanations. The rise of short-form and long-form video content has also changed how businesses share insights with their audiences.
Video Improves Message Retention
Research shows that viewers remember up to 95 percent of a message when delivered through video. Text content often produces retention rates below 15 percent. Higher retention supports better understanding of product features, service workflows, and technical details. This makes video an effective format for B2B industries that deal with detailed processes, such as software, manufacturing, and professional services.
Video Supports Faster Decision-Making
B2B buyers evaluate large volumes of information during the purchasing process. Video simplifies this process by presenting data, use cases, and comparisons in a short timeframe. Reports indicate that 70 percent of decision-makers prefer video to written content when learning about a new product. Clear visuals help reduce confusion and guide buyers through each stage of evaluation.
Video Enhances Multi-Channel Performance
Video performs well across major platforms, including LinkedIn, YouTube, and company websites. It increases session duration, improves click-through rates, and raises engagement levels. On landing pages, video can increase conversion rates by up to 80 percent. This improves lead quality and supports stronger pipeline results for B2B organizations.
Video Strengthens Brand Authority
Creators who use video often build trust faster. Voice tone, demonstrations, and visual proof help reduce uncertainty. In B2B marketing, trust is a key factor because purchasing cycles involve higher financial stakes. Consistent video output supports thought leadership and helps businesses present expertise in a clear and structured way.
Video Aligns with Modern Consumption Patterns
Data shows that more than 80 percent of online users watch video weekly. Business audiences follow similar behavior. Mobile usage has increased, and video meets the needs of users who consume information through mobile devices. Short and clear video formats help busy professionals access insights within seconds.
FAQ
Why do B2B marketers prefer video?
Video increases retention, improves message clarity, and helps decision-makers understand information faster. It also performs well across multiple marketing channels.
Does video increase conversion rates?
Yes. Many studies show that video on landing pages and product pages can increase conversion rates because viewers engage for longer periods.
Is video effective for complex products?
Video is effective for complex products because it allows visual demonstrations, workflows, and technical explanations in a clear format.
Which platforms support B2B video?
LinkedIn, YouTube, company websites, and email campaigns all support B2B video content. These platforms show high engagement for video formats.
Conclusion
The data showing that 62 percent of B2B marketers view video as the primary platform for creators reflects strong performance indicators across engagement, retention, and conversion metrics. Video supports faster decision-making, strengthens brand authority, and improves the delivery of complex information. Its adaptability across different channels makes it a core asset for modern B2B marketing strategies.